Handbook on E-marketing

Transcription

1 Handbook on E-marketing for Tourism Destinations Fully revised and extended version 3.0

2 Table of Contents Foreword Acknowledgements How to Use this Handbook Executive Summary xiii xv xvii xix 1 Introduction About this Chapter Overview Ten Key Trends in Technology and Consumer Behaviour Ten Key Trends in E-marketing Ten Actions for Successful E-marketing for DMOs Focal Points for DMOs The ETC Digital Portal and Other Market Data 8 2 Strategy and Flanning About this Chapter Overview Key Concepts The Customer Journey Internet Services Adopting Personas Product Market Partner Combinations (PMPC) Media and Content Categories: Owned, Earned, Paid and Converged Useful Frameworks Gelting Started: Building an Inbound Marketing Strategy and Creating a Hub-and-Spoke Architecture Focussing on Content: Developing a Content Grid or Content Marketing Matrix Inclusive E-marketing Flanning Models: SOSTAC and RACE E-marketing Budgets 26 3 Destination Brands - Competitive Identity and E-marketing About this Chapter Foundations E-branding Opportunities The Basics of Branding Competitive Identity 34

3 iv Handbook on E-marketing for Tourism Destinations - Fully revised and extended 3.3 The E-marketing Challenge for Competitive Identity Strategy and Integration Substance and Content Symbolic Actions and Socialization Measurement 3.4 Action Points for E-marketing and Destination Brands 3.5 Evaluation Methods and Key Metrics Content About this Chapter /Q 4.2 What is Content? Storage and Distribution Media Distinguishing Between Editorial Content and Product Data User-generated Content Developing a Content Strategy Content Issues Strategie Context and Setting Objectives Understanding the Visitor and the Marketing Priorities Content Inventory Network Research Developing a Content Plan Information for Visitors Quality Control Quality and Trust Style and Taxonomy Guides Quality Standards Storing and Managing Product Data Make Product Data Retrievable Create Multilingual Databases Geocodes, Geographie Information Systems and Maps Content Management Systems Howa CMS Works 5g Benefits of a CMS Rinding the Right CMS Building Content 6Q Using Content Partners gq The Destination Content Ecosystem Acquiring Product Data g Geocodes and Product Data 4.9 How to Provide Information About the Accessible Visitor Facility What does 'Accessible' Mean? Why Accessibility Information is Worthwhile What is Accessibility Content? Design Considerations 64 64

4 Table of Contents v 4.10 Content Distribution to Third Parties What Are Your Assets and Liabilities? Use RSS to Support Content Curation and Distribution Develop an API for Your Product Data Other Potential Distribution Channels Evaluation Methods and Key Metrics 71 5 Websites About this Chapter Overview Accessibility as the Basis for Website Quality About Accessibility Guidelines Provide Help on Your Site Make it Easy to Use the Site About Usability Write to Suit the On-screen Reader About Navigation Some Navigation and Links Principles Links - and the Text You Use for Them Destination Site Navigation Testing and Monitoring Optimize Your Website as a Hub Calls-to-action Landing Pages Encouraging the Use of Social Media and Tagging Build Identity and Trust Vital Confidence Builders About Us/Contact Us Privacy Policy and Terms of Use of the Site Providing Services Information Services Contact Services Transaction Services Entertainment Services Relationship Services Combining and Integrating Services Deliver Faultless Technical Performance The Design and Building Process A Structured Approach Possible Approaches Usability Testing as an Integral Part of the Design and Development Process Card Sorting Scenarios 106

5 Handbook on E-marketing for Tourism Destinations - Fully revised and extended v Iterative Design and Prototyping Testing with Users ^ Further Advice 5.10 Evaluation Methods and Key Metrics Domain Names About this Chapter 6.2 What is a Domain Name? 6.3 Choosing a Domain Name 6.4 Looking Up Domain Names 6.5 Using Subdomains and Subfolders ^ 6.6 Campaign Landing Pages and Microsites ^ ^ 11 O 6.7 Targeting International Markets 6.8 Domain Name Management 6.9 Conflicting Domains Evaluation Methods and Key Metrics The Social Web About this Chapter " Overview Understanding Social Media Building Blocks Classifications What Social Media can do for DMOs How to Develop Strategy and Select Tactics How to Start Using the Conversation Prism Guidelines for Best Practice The Social Media Policy Elements of the Social Media Policy Communication Guidelines Creating and Implementing Social Media Policy Social Media Advertising -jgg 7.9 Blogging and Micro-blogging Definitions and Developments 13g Blog Aggregators and Search Engines Best Blog Ideas 13g 7.10 "Markets are conversations" - Twitter A few Hints for Using Twitter Facebook A few Hints for I Ifiinn FanohnnL-

6 Table of Contents vii 8 Search Engine Optimization About this' Chapter What Is Search Engine Optimization? Which Search Engines Matter? How Do Crawler-Based Search Engines Work? SEO Foundatioris Keyphrase Research The Importance of Technical Set-up and Site Structure Choosing a Content Management System Site Audits On-page Optimization for Your Website Page URLs Matter Optimizing Primary Mark-up for Your Target Keyphrases Optimizing On-page Content and Other On-page Elements Developing Keyphrase-rich Anchor Internal Links Supporting On-site Engagement and Conversion Off-page Optimization - Beyond Your Own Website Developing Site Authority Use Tools to Understand the Opportunities Link Building Strategies The Importance of Social Signals Supporting Your SEO Universal Search Using Paid Search Mobile Search Delivering SEO A Continuous Cycle Redesigning Your Site In-house or Outsourcing Evaluation Methods and Key Metrics Marketing About this Chapter The Power of Marketing Management Systems and Service Providers Building an Program Building and Maintaining a Quality List Encourage People to Read Your s Optimise the Signing-up Process Encourage Opening of Your s Refine Your Newsletter Make Unsubscribing Easy When and How Often to Send? Combining and Social Media Mobile Use 184

7 viii Handbook on E-marketing for Tourism Destination: - Fully revised and extended Testing and Fine-tuning 18g Newsletter Audit Service 9.11 The DMO Corporate Signatare 1 ob 9.12 Evaluation Methods and Key Metrics Mobile Tourism About this Chapter 10.2 Social - Local - Mobile: The Guiding Principles of M-tourism Developing a Mobile Marketing Strategy ^ 1Q? 10.4 Mobile Communication Technologies 10.5 Mobile Devices and Operating Systems 1 ^ Smartphones and Tablet Computers The Mobile Ecosystem 1" Application Stores and Software Development Kits Mobile Commerce and Mobile Marketing Mobile Marketing Tool Kit for DMOs Native App, Mobile Web App, Mobile Website Mobile Search Engine Optimization Creating a Mobile Landing Page Other Types of Mobile Advertising Co-operation with Digital Guidebook Publishers Car Satellite Navigation Systems Evaluation Methods and Key Metrics B2C E-commerce for Destinations About this Chapter What is E-commerce? E-commerce Classification Online Payment Methods Development of an E-business Model E-commerce System Requirements E-commerce Business Models for DMOs Own E-commerce System Operated by a DMO DMO Conducts E-commerce via DMS Public Private Partnership with Commercial Partners Co-operation with One or Several Commercial Third Party Companies as Strategie Partners Selling Merchandise and Travel Related Products Evaluation Methods and Key Metrics Paid Media Advertising 12.1 About this Chapter 12.2 Overview " _ Paid Media Cost Models 228

8 Table of Contents ix 12.4 Online Display Advertisements Online Ad Serving and Targeting Options and Formats Other Forms of Display Advertising Guidelines for Best Practice Paid Search Engine Advertising Benefits and Challenges Options and Formats Guidelines for Best Practice Online Sponsorship Benefits and Challenges Options and Formats Guidelines for Best Practice Social Media Advertising Benefits and Challenges Options and Formats Guidelines for Best Practice Evaluation Methods and Key Metrics Interactive and Smart Teievision - Increased Interactivity and Convergence of Services and Media About this Chapter The Digital Teievision Ecosystem IPTV, Internet TV, Internet Video, Web TV Interactive TV Synchronized TV / Enhanced TV Smart TV Interactive TV Advertising Formats, Standards and Tools for Interactive Advertising Costs for Interactive Advertising Challenges Evaluation Methods and Key Metrics Customer Relationship Management About this Chapter Overview The Principles of ecrm Data Gathering Data Storage and Maintenance Data Analysis and Reporting Using the Data for Marketing and Sales Campaigns CRM Benefits for DMOs CRM Implementation Evaluation Methods and Key Metrics 259

9 Handbook on E-marketing for Tourism Destinations - Fully revised and extended vers' E-marketing Activities to Support the Tourism Suppliers in the Destination 15.1 About thfs "Chapter 15.2 Objectives of a DMO 15.3 Useful Information for Tourism Suppliers 15.4 Evaluation Methods and Key Metrics Supporting the Travel Trade in Source Markets 16.1 About this Chapter 16.2 Working with Tour Operators and Travel Agents Website for the Travel Trade Online Training for Travel Agents 16.3 Evaluation Methods and Key Metrics PR and Media Relations 17.1 About this chapter 17.2 Potential of the Social Web for PR and Media Relations 17.3 Identifying Media and Partners Identifying Appropriate Media Influencer Marketing Working with Superpromoters Use CRM Techniques Use External Online Expertise PR Newswire Services Work with Partners 17.4 What to Put in the DMO Web 'Media Centre' 17.5 How to Place Your Stories on Important Websites Websites and Message Boards Blogs 17.6 Writing Effective Online Press Releases 17.7 Evaluation Methods and Key Metrics Raising Income from E-marketing Services 18.1 About this Chapter 18.2 Advantages and Considerations of a Commercial Approach 18.3 Income Sources for DMOs Display Advertising on Your Websites Selling Advertorials on your Website and in your Newsletters Seil Enhanced Entries to Tourism Suppliers Placing Context-Sensitive Ads on Your Website Integration of a Major E-commerce Provider Paying Commission Evaluation Methods and Key Metrics Measurement and Evaluation 19.1 About this Chapter 19.2 The Measurement Challenge

10 Table of Contents xi 19.3 The Different Types of Measurement Platform-focussed Measurement Channel-focussed Measurement Research-Ied Evaluation Develop an Integrated Measurement Framework The Customer Journey is Increasingiy Compiex Customer Engagement is Becoming More Important The Move Towards Off-site Engagement Assign Metrics to Different Types of Engagement Consider the Voice of the Customer Online Surveys Online Experiments Research Activity to Support your E-marketing Programmes Sources of Competitor Intelligence Website and Newsletter Expert Audit and Evaluation Laboratory Testing Online Enabled Research Understanding Cause and Effect Web and Social Analytics About this Chapter What is Web and Social Analytics? What Can Web Analytics Do? The definition of basic reporting elements Beyond Web Traffic or Clickstream Data Understand your Objectives and Develop Key Performance Indicators Define Specific Conversion Events Ten Great Web Metrics Web Analytics is a Journey Getting Started Tracking Data and Reporting Evaluating Your Campaign Activity Support Your Web Analytics with the Right Skills Understanding Where the Opportunities Lie Closed Loop and Real Time Optimization The Latest Trends in Web Analytics Web Traffic Data Collection, Storage and Definitions Client-side Data Collection Server-side Data Collection Strengths and Weaknesses of Server and Client (Page Tag) Data Collection Data Storage Options Hybrid Data Collection The Use of Cookies Selecting your Core Web Analytics Tool Why Not Just Use Free Tools such as Google Analytics? 323

11 xii Handbook on E-marketing fortourism Destinations-Fully revised and extended version Develop a Requirements Specification Assess Web Analytics Tools 20.7 Social Media Analytics Understand How Social Media Delivers Business Objectives What is Social Media Measurement? * What is Social Media Monitoring? Appropriate Frameworks to Social Analytics Social Media Analytics Tools Using Facebook Insights 33 ^ 20.8 Evaluation Methods and Key Metrics Crisis Management and Communications About this Chapter 33^ 21.2 What is a crisis? 33^ 21.3 Being Prepared Essential Tools Social Media and Crisis Management Useful Tools Storify TweetDeck, Nearby Tweets, Twellow Tweet Archivist HootSuite GroupTweet Twitcident Crisis Mapping Google Crisis Response Contingency of and Communicating during the Crisis After a Crisis Evaluation Methods and Key Metrics Legal Framework for E-marketing Activities About this Chapter Overview Relevant Laws for E-business and E-commerce Legal Issues Concerning Websites Legal Issues Concerning E-commerce and E-business Legal Issues Concerning E-marketing Communications Evaluation Methods and Key Metrics 355 Annex - Sources for Market Research and Intelligence 357 Glossary and Abbreviations 363 List of Tables and Figures 385 References and Bibliography 339